The Competitive Edge

• Foreword

  Part I Introduction to Marketing

  • 1 Marketing in the New Millennium
  • 2 Trends:: You, Food, and Health Care

  Part II Marketing

• 3 Marketing 101
• 4 Marketing You
• 5 Marketing a Service
• 6 Marketing a Product
• 7 Customer Service
• 8 Evaluating Your Competition

Part III Business Skills and Marketing Plan

9 Marketing Through Networking 10 Negotiating Agreements 11 Setting Prices and Fees 12 Marketing and Business Ethics 13 Promotion:: PR, Advertising, Websites, and Other Strategies 14 Pursuing the Potential of the 15 Writing a Marketing Plan

Part IV Application to Practice

16 Marketing Healthy Food and the Food Industry 17 Marketing in Health Care:: Acute and Outpatient Settings 18 Marketing Wellness and Health Promotion 19 Marketing Dietetic Technicians

Part V Quick How to Reference

20 How to Sell 21 How to Market Nutrition in the Supermarket 22 How to Enter the Complementary Nutrition Market 23 How to Market Sports Dietetics 24 How to Market a Website 25 How to Market Yourself as a Speaker 26 How to Use a Book to Grow Your Career 27 How to Self-Publish and Market Your Book 28 How to Write a Marketing Brochure 29 How to Write a Resume, CV, and Bio 30 How to Write a Proposal 31 How to Obtain Publicity for Your Special Event 32 How to Write a Press Release 33 How to Write a Query or Pitch Letter 34 How to Develop a Press Kit 35 How to Market at Conventions and Trade Shows 36 How to Write Effectively to Physicians 37 How to Market a Newsletter 38 How to Create and Use Focus 39 How to Write a Nutrition Newspaper Column 40 How to Become a Consultant